A recent change to the website Goal.com explains why soccer in the U.S. is going to be a permanent fixture in our sporting world, and why ESPN is putting so much money into promoting the sport this summer. Hispanic-Americans are a valuable market for advertisers to reach. The simplest way to consider whether soccer will ever compete for market share with the big three team sports in the U.S. is by asking whether there is a soccer audience that advertisers want to reach. There is, and that audience is growing. The more growth we see in Latino populations in the U.S., the more important soccer will become. Is soccer ever going to be big in America? It already is.